羽绒服：冷暖之间蕴风云

One of China's Major Garment Categories—Down Wear

冬天到了,羽绒服企业又该忙活起来,在央视某些黄金时段,蛰伏许久的羽绒服广告也猛然增多,对于羽绒服这样"靠天吃饭"的行业,企业家们当然希望天气越冷越好,天气变冷固然是好消息,而羽绒服行业的变冷却是让人心头沉重。中国是世界上首屈一指的羽绒服生产大国,无疑让人自豪,但把羽绒服和品牌联系在一起并不值得兴奋,按照国际通行的划分,羽绒服只是产品的"品种",而不能成为独立的品类,中国羽绒服品牌的季节性特征越来越成为一种说不出的尴尬。多元化、时尚化、个性化不能说不是前进的方向,但对于噱头和概念的好奇却大于渐进式的脚踏实地的努力,这是很值得担心的。

Since 1990's, Chinese industry of down wear and products have achieved rapid progress, and played a very important role in global market. Following this, however, the issues, such as supply exceeding demand, market surplus, unsat- isfactory sales, and overstocked products, have come up and become increas- ingly obvious. For these several years, just as the domestic down wear industry has been in the important period of'reshuffle', foreign famous brands have also one after another launched down wear products and joined the competition in Chinese market for down-wear garment. The entry of foreign brands into the market will push the progress of developing Chinese brands of down wear products into foreign market. The strong presence of foreign brands will also cause the enter- prises to face new challenges.